Apple to DOS/Windows Users: 'Try Macintosh'

CUPERTINO, Calif., March 9, 1994 /PRNewswire/ -- When Apple Computer, Inc. (NASDAQ-NMS: AAPL) unveils its new PowerPC microprocessor-based computers on March 14, the company will also kick off a worldwide advertising campaign that asks MS-DOS and Windows personal computer users to take a new look at Macintosh. The phased advertising campaign targets customers Apple calls "fence-sitters" -- that is, those users who are attracted to the Macintosh, but have, in the past, chosen MS-DOS or Windows systems. Apple believes the new computers will appeal to these customers -- in addition to traditional Macintosh customers -- because of the products' industry-leading performance, very competitive prices, and, most of all, their compatibility with MS-DOS and Windows applications. By using SoftWindows software from Insignia Solutions, the new PowerPC-based Macintosh systems allow DOS and Windows users to run most of their current applications at performance levels similar to that of Intel 386 and 486 computers, depending on the application and system configuration.

"Many 'fence-sitters' considered Macintosh in the past, but chose another computer because they needed to run a DOS/Windows program, or, it didn't meet their price and performance expectations," explained Michael Markman, Apple's director of advertising. "Macintosh with PowerPC dismantles these obstacles, making Macintosh relevant to more people than ever before. Our advertising invites these people to take a new look at Macintosh."

The campaign, developed by BBDO, Apple's worldwide advertising agency, invites readers to think about the Macintosh with PowerPC systems in new ways. Using the comic book device of "thought balloons," the ads show MIS managers, department managers, and users contemplating both the rational benefits and the emotional appeal of the new products. One ad for example, carries the headline, "Think of it as the Macintosh for people who thought they could never have a Macintosh." It shows an MIS manager mentally reviewing a list of impressive product features, "Outperforms 486 and Pentium, check. Works with MS-DOS, check. Works with Windows, check. Meets corporate network standards, check. Increases employee productivity, check. Plug and play expansion, check. RISC performance at a non-RISC price, check." In a second thought balloon, she's thinking, "I can do some really cool stuff."

Apple's U.S. advertising plans call for print media initially -- the first ad breaks in the Wall Street Journal on March 14. The print campaign will continue in computer publications and selected vertical market publications over the next few months. The company will phase-in television ads later in the year. In Europe, the company will employ a combination of television and print advertising at the outset.

NOTE: Apple, the Apple logo, and Macintosh are registered trademarks of Apple Computer, Inc. PowerPC is a trademark of International Business Machines Corporation, used under license therefrom. SoftWindows is a trademark used under license.

NOTE TO EDITORS: Photo accompanying this release moved earlier today on AP PhotoExpress Network -- see photo PRN2. Also, a free photo to accompany this story is available immediately via Wieck Photo Database to any media with telephoto receiver or electronic darkroom (PC or Macintosh) that can accept overhead transmissions. To retrieve a photo, please call 214-416-3686./
/CONTACT: Kate Paisley of Apple Public Relations, 408-974-5453; or Kathy King of BBDO, 310-444-4512/
(AAPL)